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Short introduction talk I delivered on February 2014 at the IPG LatAm Regional Finance Conference to introduce to the participants the creative attitude that all professionals should put to use specially working in advertising.

INTRO CREATTITUDE - By Oliver Duarte I'M HONORED TO BE STANDING IN FRONT OF YOU TODAY. THANK YOU FOR THE INVITE. BEFORE WE START I WANT TO TELL A SHORT STORY ABOUT GOING BACK TO BASICS IN CREATIVITY AND ATTITUDE. AT A VERY YOUNG AGE WHEN IN SIXTH GRADE A LANGUAGE TEACHER GAVE ME AS HOMEWORK TO OBSERVE AND IDENTIFY THE KIND OF APPEALS COMMERCIALS USED. NEED TO NURTURE, DOMINATE, BELONG, SEX APPEAL, NEED FOR SAFETY, GUIDANCE, CURIOSITY ETC FOR ME THAT WAS SO CREATIVE AND WAS MY FIRST MOMENT OF CLARITY TOWARDS ADVERTISING! I WAS HOOKED I KNEW THAT I WANTED TO DO ADVERTISING IN MY FUTURE AND OF COURSE SAW SEX APPEAL EVERYWHERE... WELL MAYBE IT WAS JUST PUBERTY NOT ADVERTISING FAULT BUT IT WORKED I'M HERE… MOST IMPORTANT I STARTED TO OBSERVE PEOPLE, WHAT KIND OF APPEALS THEY USED TO GET COOPERATION, FAVORS, AND EVERYTHING THEY NEEDED FROM OTHERS. BUT IT WASN'T EASY TO KNOW THAT I WANTED TO WORK IN AN ADVERTISING AGENCY IF I WOULDN'T USE ALL THOSE BIOLOGY, MATH AND SCIENCE LESSONS IN MY FUTURE AS AN ADVERTISING PROFESSIONAL. IMAGINE MY FRUSTRATION WITH FORMULAS AND DISSECTING FROGS!... THEN I GOT MY SECOND MOMENT OF CLARITY FROM A MATH TEACHER, HE TOLD ME "WHAT YOU ARE LEARNING IS NOT MATH, OR BIOLOGY OR EVEN ART! WHAT YOU ARE LEARNING IS TO SEE PROBLEMS FROM DIFFERENT ANGLES! AND TO FIND SOLUTIONS FOR THEM!" THAT'S WHAT YOU WILL USE IN LIFE! NOT FORMULAS. I CAN'T TELL YOU HOW MUCH THAT PHRASE CHANGED MY LIFE. AFTER HIGH SCHOOL IN GUATEMALA I STUDIED ADVERTISING AND LIVED IN BRAZIL FROM AGE 18 TO 25 I WON'T TALK ABOUT THOSE MOMENTS OF CLARITY RIGHT NOW IF YOU KNOW WHAT I MEAN... BUT I DID LEARNED A LOT ABOUT CREATIVITY FROM THE BEST PROFESSIONALS IN THE BUSINESS AND IN BRAZIL EVERYTHING FROM MEDIA, TO BRAZILIAN CULTURE, ART DIRECTION, LIGHTNING, PHOTOGRAPHY, ADMINISTRATION EVERY SINGLE COURSE I TOOK WAS FOCUSSED ON CREATIVITY HAD TO BE CLEVER, SHORT, EFFECTIVE, DIRECT. LESS TEXT, MORE MEANING.

I WORKED IN BRAZIL FOR TWO YEARS AND THEN MOVED TO NICARAGUA WHERE I GOT MY THIRD MOMENT OF CLARITY FOR THE BUSINESS WHEN WORKING AT THE AGENCY I REMEMBER THE MANAGER TELLING AN EXECUTIVE "BRING ME SOLUTIONS NOT PROBLEMS" AND THAT MY FRIENDS IS WHAT WE DO EVERYDAY WETHER WE WORK AS CONTROLLERS, CREATIVES, PLANNERS OR MEDIA. WE MUST BRING SOLUTIONS. BEING A CREATIVE PERSON IS ABOUT ATTITUDE, IS GIVING SOLUTIONS TO PROBLEMS. FROM THAT EARLY YEARS AT THE AGENCY SIDE, THEN GOING TO WORK ON THE CLIENT AND MEDIA SIDE AND BACK TO AGENCY AS PLANNER. I APPLIED THESE 3 LESSONS: 1. LEARN TO OBSERVE RATHER THAN LOOK. 2. APPROACH PROBLEMS FROM DIFFERENT POINTS OF VIEWS. 3. FIND SOLUTIONS THAT BEST APPEAL TO THE COSTUMERS. AND THAT BRINGS ME TO MY FINAL MOMENT OF CLARITY THIS ONE I CAME TO BY MYSELF AND I WANT TO SHARE IT WITH YOU AND HOPE YOU TAKE IT BACK TO YOUR DAILY ROUTINES. IF YOU WANT TO ACHIEVE BALANCE IN LIFE CHOOSE TO BE EFFECTIVE AND EFFICIENT RATHER THAN WORKAHOLIC, THE FIRST STEP TO ACHIEVE THAT IS TO EMBRACE A CREATIVE ATTITUDE. THANK YOU. ENJOY YOUR CREATTITUDE.

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